The article considers the main steps of further greening of recreational and tourist activities in Ukraine and proposes models of greening of the enterprise’s activities. The world experience of forming the ecological and economic foundations of the genesis of eco-tourism in the recreation areas of the countries has been analyzed and summarized. The international ecotourism certification program « Green Globe 21 » and its sphere of influence, as well as the international environmental program « Green Key » in terms of the use of natural resources and natural materials, were investigated. A survey of hotel guests was conducted regarding the importance to them of activities related to the minimization of resource consumption, and the importance of criteria for the ecological use of hotel resources was determined. A profile map of consumer satisfaction with environmental services was created, which shows the advantages and disadvantages of hotel services after evaluating the various components of the satisfaction tree and highlights the main ways of balanced functioning of eco-tourism in the recreational areas of Ukraine identified..